I just received an email from our local car dealership imploring me to complete an online survey from the national auto manufacture and give the highest scores for my service experience.  I received a follow-up call asking what scores I might give on the survey.  All this energy being invested in coaching me to award the highest scores because this is the metric that the auto dealership is assessed.

How about taking the same resources and energy to enhance my experience?  The Four Seasons Hotel does not call me asking how I might complete their surveys, they just offer the best experience and let their actions serve as their calling card.  What are you measuring and how?  Is it in the best interest of your customers?